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How to market your app

Introduction This study originated from
observations made on the lifecycle of “RATP Lite” and “RATP Premium”, two applications we designed to provide Parisians with public transportation official information We decided to go further in the analysis by running mathematical programs Today we make a step further by sharing the results with you through this creative commons presentation We hope your challenge and contributions to the study will favor the emergence of best practices for iPhone apps marketing ..……. January 2010 • Marketing your iPhone application #appstudy • 2

The big challenge! There is
no opportunity for advertising within the App Store Getting the right marketing mix is more important than ever ..……. January 2010 • Marketing your iPhone application #appstudy • 9

Case study: pricing evolution on
RATP Premium The initial pricing was 2,99 € according to the business plan, but that never happened 0 day!!! We realized that it was too high compared to the market. We set a premium price of 1,59 €, capitalizing on the RATP brand 2 months That wasn’t enough to win significant market share, so we shifted to a volume strategy with a 0,79€ price ..……. January 2010 • Marketing your iPhone application #appstudy • 13

Product: great upsell opportunity We
monitored the percentage of RATP Premium owners that downloaded RATP Lite first 80% of users try Lite before buying 50% of users try Lite before buying Premium Premium A good free version is crucial to push users towards the paid one …especially if the price is high ..……. January 2010 • Marketing your iPhone application #appstudy • 18

Promotion: web campaign ROI was
not so great We booked 500 000 impressions* on a major website… …generating 4 sales!!! With an average CPM** of 6€ in France That’s 750€ of advertising for one client … to make a 2€ revenue! *Impression = display of an advertising banner ..……. **CPM = cost of 1000 impressions January 2010 • Marketing your iPhone application #appstudy • 21

Place: availability on the device
is key An app has to be lighter than 10Mo to be available in 3G (on the iPhone) When we launched RATP Premium, it was way too big (27Mo) SALES x3,5 RATP Premium available in 3G, on the iPhone  biggest sales peak ever ..……. January 2010 • Marketing your iPhone application #appstudy • 23

Place: the App Store ranking
algorithm Macro observations led to 2 likely hypothesis*: Ranking is based on sales of the previous 1 week The formula is a 7 days weighted 2 average We ran a program to identify the best combination of weighted coefficients… … and here is what we found * See http://tii.libsyn.com/index.php?post_id=522655 for precisions ..……. January 2010 • Marketing your iPhone application #appstudy • 24

Place: the App Store ranking
algorithm The ranking only takes account the last 4 days of sales Sales of the current day are determinant ..……. January 2010 • Marketing your iPhone application #appstudy • 25

Key learning: advertising campaign timing
WIN FAIL Focused campaign on Advertising on a specific day 4 consecutive days and repeating over the weeks Self-perpetuating good position Advertising effort will be diluted in the rankings Ranking will not be maintained Higher Good sales ranking ..……. January 2010 • Marketing your iPhone application #appstudy • 26

What’s your take on this?
• These results are based exclusively on our Apps study • The algorithm can’t be proved, as the rankings are relative to other applications sales • To extend the reach of this presentation, we will wait your contribution: Try the algorithm on your application Challenge our case study Bring constructive feedback on iPhone Apps marketing On twitter: #appstudy ..……. January 2010 • Marketing your iPhone application #appstudy • 29